Coca-Cola Europacific Partners (CCEP) has unveiled Monster Zero Sugar, a sugar-free version of the energy drink brand’s Original variety.
Monster Zero Sugar is said to offer the full-flavoured taste of Monster Original but with no calories and no sugar – capitalising on the continued demand for traditional energy drinks, which command a 55% share of the energy drinks category, and the growing popularity of zero sugar options.
Rolling out from 4 September, the new variant aims to build on the success of Monster Original and Monster Absolutely Zero, resulting in a three-strong traditional energy line-up.
The can design pays homage to Monster Original, with the same look and feel to deliver engagement with core Monster fans.
As well as giving shoppers even more choice, CCEP stated that the launch is designed to fuel further momentum behind the brand, which is now worth £545m – adding £92m of sales over the last year whilst maintaining 20% volume growth.
Monster Zero Sugar will be available in 500ml packs – singles and four-can multipacks.
Pippa Collins, Associate Director Commercial Development at CCEP GB, said: “Monster Original has been a firm favourite and standout sales driver for retailers since it first launched over 20 years ago.
“With continued consumer desire for zero sugar energy drinks and the strong performance of our Ultra range as the no.1 zero sugar energy range in GB, we wanted to create a zero sugar energy drink that matches the iconic taste of Monster Original.
“Monster Zero Sugar has already proven to be incredibly popular in the US, so we’re confident its arrival in GB will bring excitement to the energy fixture and help retailers drive further sales.”
